The following is an excerpt of one of David’s coaching sessions in Top Coaching Techniques.
David: Yes! It’s just coming to me some of the things that are going to become obvious just to throw in there – an upgrade special. You know, ‘I wanted to let you know we’ve got an upgrade special this month.’ That might go out in the third letter that they get. If, instead of a half page or full page, you get a two-page spread.
Client: That’s a very good point.
David: As you know, it’s so much easier than getting a new sale.
Client: That’s a good call, a very good call. I like it.
Client: Yeah, thanks for that. They’re good ideas and you’re right about the customer relationship management system, because if you don’t do that, you tend to just blunder on – making sales, making sales – and not following up on the sales you’ve got.
David: Then you lose the referrals, or you could lose a customer in the end, plus you lose your extensions. What you want is to make it so easy. When they go to renew, it’s like, ‘Oh, you know, I only want to work with people who are keeping touch with me every now and then, and who are handling stuff so that I don’t have to think about it.’
Client: Yeah, good call.
David: ‘ If they sold to me and I don’t hear from them again, it’s like every day I have to wonder if this was a good idea.’